Full Visual Identity: Built From the Ground UpAlex Robertson
A complete visual identity for founders and small to medium businesses who are serious about showing up with consistency, confidence, and character across every touchpoint.
This package takes everything in my logo design offering and builds a full identity system around it. From the mark itself to patterns, icons and illustrations, stationery, and social templates, everything is designed to work together and scale with your business.
It starts the same way: a thorough discovery session to make sure the work is rooted in genuine understanding of your business before anything is designed.
What's included:
Discovery Session
A 30 to 60 minute session, or a questionnaire followed by a shorter call, covering your business, audience, positioning, competitors, and visual direction. Design begins once we're fully aligned.
Logo Design: 1 Concept Direction
A single, well-resolved logo built around everything uncovered in discovery. One master-crafted and considered solution, not a shortlist to pick from.
Extended Colour Palette
A comprehensive palette covering primary, secondary, accent, and neutral tones, with HEX, RGB, and CMYK values for consistent application across all digital and print uses.
Curated Typography
Primary and secondary typeface selections with clear usage guidelines, chosen to carry the brand confidently across every application.
Brand Assets, Patterns and Textures
Custom graphic elements, patterns, or textures that extend the visual language beyond the logo and give the identity depth and flexibility across different surfaces.
Animated Logo
A refined motion version of your logo for use across digital platforms, social media, and video content.
Stationery Suite
Business card and letterhead designed to the same standard as the rest of the identity, ready for both print and digital use.
Social Media Assets
A set of branded templates and assets sized and formatted for consistent use across your key platforms.
Layout and Imagery Direction
Guidance on how your brand should be composed visually, covering layout principles, image style, photography or illustration direction, and the overall visual language that should inform how the brand looks beyond the core assets. Gives you and any future collaborator a clear creative framework to work within.
Full Brand Guidelines
A thorough reference document covering every element of the identity: logo usage, colour, typography, patterns, layout, and imagery direction. Built so that you, your team, or any future collaborator can apply the brand consistently from day one.
3 to 4 Mockups
Your identity presented across a range of realistic contexts relevant to your business, showing how everything works together in the real world.
3 Rounds of Revisions
Three structured rounds of feedback and refinement across the identity to ensure every element is resolved and cohesive.
Final File Suite
A complete, organised package of all files across every format needed for digital and print use.
FAQs
We start with a comprehensive discovery session to cover your business, audience, positioning, competitors, and visual direction. This can work one of two ways: I send you a questionnaire beforehand so you can get a head start and we run through it together on a shorter call, or we jump straight into a 30 to 60 minute conversation and hash it out together. Either way, design only begins once we're fully aligned.
Because I'm here to provide a solution, not more decisions. Multiple concepts sounds like good value, but in practice it splits focus, dilutes quality, and puts the burden of creative direction back on you. The discovery session exists to get us fully aligned before design begins, so what you receive is a resolved answer to a well-understood brief, not a shortlist to pick from.
A full identity package typically takes three to four weeks from the end of the discovery session to final delivery. Timelines can vary depending on revision turnaround on your end.
The logo package delivers a strong, considered mark with the essentials to start using it. More visual guidelines than rules. This package builds a complete identity system around that mark, covering every touchpoint your brand will appear across, including layout principles and imagery direction, with the guidelines to keep it all consistent long term.
Primarily, your time and honesty in the discovery session. The more open you are about your business, your audience, and what you're trying to achieve, the stronger the outcome. Any reference images or visual inspiration you have are always welcome, though not essential.
Everything is packaged and sent via a Google Drive folder once the final design is approved. You'll receive all files organised and clearly labelled, alongside your full brand guidelines. I'll ask you to download everything for safe keeping, but don't worry, I'll remind you at the time.
Starting at$4,000
Duration4 weeks
Tags
Adobe Illustrator
Adobe InDesign
Adobe Photoshop
Brand Design
branding
Brand Strategist
Logo Designer
visual identity
Service provided by
Alex Robertson proLondon, UK
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Full Visual Identity: Built From the Ground UpAlex Robertson
Starting at$4,000
Duration4 weeks
Tags
Adobe Illustrator
Adobe InDesign
Adobe Photoshop
Brand Design
branding
Brand Strategist
Logo Designer
visual identity
A complete visual identity for founders and small to medium businesses who are serious about showing up with consistency, confidence, and character across every touchpoint.
This package takes everything in my logo design offering and builds a full identity system around it. From the mark itself to patterns, icons and illustrations, stationery, and social templates, everything is designed to work together and scale with your business.
It starts the same way: a thorough discovery session to make sure the work is rooted in genuine understanding of your business before anything is designed.
What's included:
Discovery Session
A 30 to 60 minute session, or a questionnaire followed by a shorter call, covering your business, audience, positioning, competitors, and visual direction. Design begins once we're fully aligned.
Logo Design: 1 Concept Direction
A single, well-resolved logo built around everything uncovered in discovery. One master-crafted and considered solution, not a shortlist to pick from.
Extended Colour Palette
A comprehensive palette covering primary, secondary, accent, and neutral tones, with HEX, RGB, and CMYK values for consistent application across all digital and print uses.
Curated Typography
Primary and secondary typeface selections with clear usage guidelines, chosen to carry the brand confidently across every application.
Brand Assets, Patterns and Textures
Custom graphic elements, patterns, or textures that extend the visual language beyond the logo and give the identity depth and flexibility across different surfaces.
Animated Logo
A refined motion version of your logo for use across digital platforms, social media, and video content.
Stationery Suite
Business card and letterhead designed to the same standard as the rest of the identity, ready for both print and digital use.
Social Media Assets
A set of branded templates and assets sized and formatted for consistent use across your key platforms.
Layout and Imagery Direction
Guidance on how your brand should be composed visually, covering layout principles, image style, photography or illustration direction, and the overall visual language that should inform how the brand looks beyond the core assets. Gives you and any future collaborator a clear creative framework to work within.
Full Brand Guidelines
A thorough reference document covering every element of the identity: logo usage, colour, typography, patterns, layout, and imagery direction. Built so that you, your team, or any future collaborator can apply the brand consistently from day one.
3 to 4 Mockups
Your identity presented across a range of realistic contexts relevant to your business, showing how everything works together in the real world.
3 Rounds of Revisions
Three structured rounds of feedback and refinement across the identity to ensure every element is resolved and cohesive.
Final File Suite
A complete, organised package of all files across every format needed for digital and print use.
FAQs
We start with a comprehensive discovery session to cover your business, audience, positioning, competitors, and visual direction. This can work one of two ways: I send you a questionnaire beforehand so you can get a head start and we run through it together on a shorter call, or we jump straight into a 30 to 60 minute conversation and hash it out together. Either way, design only begins once we're fully aligned.
Because I'm here to provide a solution, not more decisions. Multiple concepts sounds like good value, but in practice it splits focus, dilutes quality, and puts the burden of creative direction back on you. The discovery session exists to get us fully aligned before design begins, so what you receive is a resolved answer to a well-understood brief, not a shortlist to pick from.
A full identity package typically takes three to four weeks from the end of the discovery session to final delivery. Timelines can vary depending on revision turnaround on your end.
The logo package delivers a strong, considered mark with the essentials to start using it. More visual guidelines than rules. This package builds a complete identity system around that mark, covering every touchpoint your brand will appear across, including layout principles and imagery direction, with the guidelines to keep it all consistent long term.
Primarily, your time and honesty in the discovery session. The more open you are about your business, your audience, and what you're trying to achieve, the stronger the outcome. Any reference images or visual inspiration you have are always welcome, though not essential.
Everything is packaged and sent via a Google Drive folder once the final design is approved. You'll receive all files organised and clearly labelled, alongside your full brand guidelines. I'll ask you to download everything for safe keeping, but don't worry, I'll remind you at the time.
$4,000